Navigating Secure (SSL) Search for SEO
-
Upload
jordan-kasteler -
Category
Marketing
-
view
2.086 -
download
3
description
Transcript of Navigating Secure (SSL) Search for SEO
![Page 1: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/1.jpg)
Red Door Interactive
Jordan Kasteler, Senior SEO Manager
![Page 2: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/2.jpg)
The Move to Secure SearchSecure Search & SEO
![Page 3: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/3.jpg)
Agenda
About Me & Red Door Interactive
Google’s Move to Secure Search
How SEOs Have Adjusted
Methods, Strategies & Tool Solutions
Recap
![Page 4: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/4.jpg)
About Me & Red Door Interactive
SEO since 2001
Author: A to Z: Social Media Marketing
Columnist at Marketing Land and others
International Speaker
Masters in Communication
@JordanKasteler
Founded in 2002
Full Service Marketing & Advertising
Agency
Offices in San Diego, Carlsbad, and Denver
Core Values: Inspire
Share
Evolve
Exceed
100% Jerk-Free
![Page 5: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/5.jpg)
Google’s Move to Secure Search@JordanKasteler
• Thin & Low Quality Content• Long-Tail Keyword Abuse
• “What Should I Do if I Drop my Cell Phone in the Water?”
• “What Should I Do if I Drop my iPhone in the Water?”
• Why is water wet?• What makes water wet?• How water makes things wet.
Feb 2011
![Page 6: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/6.jpg)
Google’s Move to Secure Search@JordanKasteler
![Page 7: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/7.jpg)
Google’s Move to Secure Search
Intent vs Keywords
15% of daily keywords haven’t been seen before
What users mean versus what they say.
Content that people are interested in and serves a need. Not content
formulated around keywords.
@JordanKasteler
“People communicate with each other by conversation, not by typing keywords — and we’ve been hard at work to make Google understand and answer your questions more like people do.” – Amit Singhal, Head of Google Search
August 2013
![Page 8: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/8.jpg)
Google’s Move to Secure Search@JordanKasteler
Sept 2013
![Page 9: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/9.jpg)
Google’s Move to Secure Search@JordanKasteler
Why is Google encrypting searches?
Provides users with increased security as search becomes more
customizable.
Sets and continues to follow industry standards for security.
Industry professional speculation: Pushes marketers to rely more on
Google PPC for search optimization.
Think about keywords less and intent more.
![Page 10: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/10.jpg)
How SEOs Have Adjusted Persona Development
Site Search
Landing Page Traffic & Engagement Analysis
Performance by device type, browser, OS, geography, demographic, interests
Conversion Optimization and Analysis (not always a website issue)
Grouping Keyword Buckets & Ranking Monitoring By:
Keyword Size: (Head, Torso, Longtail)
Topic
Buying Stage
Intent (transactional, informational, commercial investigation, navigational)
@JordanKasteler
![Page 11: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/11.jpg)
How SEOs Have Adjusted - Landing Page Analysis@JordanKasteler
![Page 12: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/12.jpg)
@JordanKasteler
Search Query Classification Funnel
Informational80% of search volume
Non-commercial, non-transaction-orientedExample: what is an XYZ?
Commercial Investigation10% of search volume
Research-oriented with implied conversion actionExample: XYZ vs ABC
Transactional10% of search volume
Explicit intent to complete a conversion actionExample: buy an XYZ
How SEOs Have Adjusted – Search Intent
![Page 13: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/13.jpg)
@JordanKastelerHow SEOs Have Adjusted – Search Intent
![Page 14: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/14.jpg)
@JordanKasteler
Keyword-Based Optimization
Optimization Action: Incorporate keyword “XYZ” into page copy and important on-page elements.
Intent-Based Optimization
Optimization Action: Identify the primary topics and questions users are looking to answer when searching for “XYZ” and create content to address the user’s needs on the targeted landing page.
How SEOs Have Adjusted – Search Intent
![Page 15: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/15.jpg)
Methods, Strategies & Tool Solutions
Google & Bing Webmaster Tools
Top Queries & Pages (clicks/impressions)
Bright Edge DataCube
Site Search
Google AdWords
Paid & Organic Reports
RDI Brand vs Non-Brand Internal Predictive Analysis
@JordanKasteler
![Page 16: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/16.jpg)
Tool: Google Webmaster Tools@JordanKasteler
![Page 17: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/17.jpg)
Tool: BrightEdge Data Cube@JordanKasteler
![Page 18: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/18.jpg)
Tool: Site Search@JordanKasteler
![Page 19: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/19.jpg)
Tool: AdWords Paid & Organic Reports@JordanKasteler
![Page 20: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/20.jpg)
Red Door Interactive Predictive Analysis@JordanKasteler
93.2% Brand
6.8% Non-Brand
Multi-Bernoulli distribution
Model
Keyword Distribution
ModelBehavior Model(landing pages,
visit #, etc)
![Page 21: Navigating Secure (SSL) Search for SEO](https://reader036.fdocuments.net/reader036/viewer/2022070319/5584f6c2d8b42a82618b5478/html5/thumbnails/21.jpg)
Red Door Interactive Predictive Analysis@JordanKasteler